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CHOCOLATE

I love chocolate
by

Ines Adhiaksono

on 23 October 2013

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Transcript of CHOCOLATE

Nathan Ridout
Hayden Oakley
Stephanie Gill
Jessica Wellman
Ines Adhiaksono Putri
CHO
COLA
TES.

Product
Lifecycle
Core Product
Chocolate
Delicious sweet flavour
Craving satisfaction
Expected Product
Augmented Product
Potential Product
Product
Offering
Communications
Positioning
Benefit
Towards competitor
Attributes
Away from competitor
Usage occasion
Consumer Behaviour
Need/Want
Recognition
Visually Appetizing packaging
Product placement
'Pester power'
Information
Search
Word of mouth
Reputation
Websites
Tourist guides
Evaluation
Monopoly
Purchase
Post Purchase Evaluation
Social media contact & reinforcement (increase loyalty)
Branding

Segmenting Targeting Positioning
Packaging
Gourmet Quality
Decent Quality
Interesting
shape mold

Curious
lollies combination
Filling ; added nougat,
caramel, nuts
(peanuts and almonds)
and biscuit pieces
Sugar free chocolates

Wide range of fillings
Chocolates for
special dietary needs
New lollies combination
Bite/fun-sized
Family blocks
Snickers Icecreams
Gift boxes
Seasonal products/packs
New sizes and special product combination
Corporate brand name as product name
Benefits from existing associations

Brand awareness: 92% logo recognition
Perceived Quality: High
Brand Loyalty: 45 out of 46 (98%)
Brand Association: classic, original, fun and quirky, youthfulness, magic.
Individual branding strategy

Brand awareness: 80% logo recognition
Perceived Quality: Lowest
Brand loyalty: 36 out of 40 (90%)

Brand Association: Adventurous, funny
Corporate branding strategy
Rely on reputation and word of-mouth

Brand Awareness: 54%
Perceived Quality: Highest
Brand Loyalty: 10 out of 27 (37%)
Brand association: High quality, sophistication.
Cadbury
Hierarchy model
Cognitive


Affective


Behavioural
Awareness
Knowledge



Liking
Preference


Conviction
Purchase


Snickers
Margaret River
Chocolate Factory
Recommendation

Developing Affective feeling;
Incorporates humor for appeal.


Television Advertisements
Internet pop-ups
Informative website
Television ad.

Informations
focuses on history and details

rather than promotion of product
Very little, if almost no, mass advertising effort
Tourist guides
Publication on annual events
Formal website
Relies on reputation and 'word of mouth'
Market
Younger Audience
(Kids - Generation Z)
Young and fit (males)
Generation Y
Less Age Group;
more geographical
(arguably, older people with high income)
fair trade
health (from milk)
local economy
health (sugar free)
Satiric appeal, hunger
Physical locational influence
Gaining customer awareness
Past experience
Loyalty
Internal
External
can be of
high purchase involvement
chocolates purchase
generally low involvement
high differentiation of product
consumer uses information to evaluate and rank alternatives
chocolate is generally a habitual level of involvement
bought on impulse


MRCC is well behind -
apart from quality and service
COMMUNICATION
improvement:

Mass media communication
Cadbury
and
Snickers
raises Consumer awareness with
mass media communication
especially
can do

> New Logo
> New Campaign
> Short commercial

To expand their grasp on market, raise awareness
also to increase reach and frequency
Going through 'The Stages'
Cognitive



Affective



Behavioural
Sponsorship &
Advertisement
Sponsorship are focus &
appropriate advertisement placement
affordable price
wide availability
high price
exclusive
Co advertising
Important for future purchases
cognitive dissonance can occur with bad experience
Total Product Concept
Full transcript